Berlitz: Language Improvement

Becca McMullin

Super Fun Class Activity!Is it important to know a second language?

How many of you speak a second language?

How competent do you feel speaking it? Could you communicate effectively with a native speaker?

Have you ever gotten frustrated when someone could not understand you due to a language barrier?

Link to commercial

History of BerlitzFounded in 1876 by

Maximilian BerlitzA global leadership

training and language education company

Headquarters located in Princeton, New Jersey

550 locations in over 70 countries

Berlitz: A Global Education Company

NarrativeGerman man, obviously new on the job, is

being shown around his work placeBoss leaves, and American transmission

comes over radio, requesting helpGerman Coast Guard answers call in English,

but obviously struggles with understandingCoast Guard misunderstands the

communication, in a comic yet tragic way.

Use Of HumorThe miscommunication is funny because it is a

blatant misunderstanding between the two people.

The sinking ship is requesting help and the call is made in a dramatic and desperate voice, while the coast guard seems to be having an everyday conversation, “what are you thinking about?”

The contrast between the two very different situations creates a comic effect within the ad, making it memorable.

CharacterThe character of the German Coast Guard

worker is relatable because it’s his first day on the job. We’ve all been in that awkward first day, so we

immediately relate and like this characterHis naivety and innocence in the

misunderstanding make him endearing to viewers, who can sympathize with this him

The character of the boss shows he is obviously in controlHe has a loud voice and speaks with authority

Dialogue• The boss’s dialogue is brash and powerful

• Viewers can tell he is in charge• The Coast Guard’s dialogue is very simple,

further indicating that he is not proficient in English.

• The American’s dialogue is typical of what is considered coast guard code. • He uses many terms that should be recognized

as needing help• Example: Mayday

Types of ShotsNot many different

types of shots within the commercial

One shot looking over entire room

One shot close up on Coast Guard on radio

Cuts

Quick cuts

Creates the sense of time movingMini montage at the beginning

Another quick cut after punch line to ad itself with music

Sound

Quiet until loud music at end

This sudden burst of dramatic music creates a stronger impact for the effectiveness of the ad

Get attention of viewers and keeps it

The ViewerAs a viewer of this ad, you want to go out and

improve your language skillsThis commercial suggests that you will be able to

possibly save someone’s life by knowing another languageWhile a dramatic idea, it does get the point across

It also indicates that knowing a second language, even if only a little, could help you get a better job

The commercial also serves as a communication to warn us about the dangers of miscommunication

Sourceshttp://www.berlitz.com/About-Berlitz/28/http://

marketing.berlitz.us/magazine/index.htmhttp://en.wikipedia.org/wiki/Berlitz_Corporati

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